DOVE Chocolate Reaches New Audience With Help From Kinetic
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www.kineticsocial.com [email protected] Dove Chocolate Reaches New Audiences and Drives Engagement 10X 44% HIGHER CTR ACTION RATE The Challenge Mars sought achieve broad reach and enhance engagement across the 25-54 female demographic for the Dove Chocolate brand, in addition to driving traffic to the Dove Chocolate Facebook Homepage. Celebrity Mario Lopez and his likeness, sculpted from Dove chocolate, were featured in a campaign that sought to reach a broad audience and drive engagement on Facebook. The Strategy Working closely with Digitas, Mars’ agency of record, we were able to optimize reach and engagement across the entire Mars chocolate portfolio on Facebook. In order to achieve broad reach, an open targeting strategy was developed layering demographic, affinity and interest targeting through the Kinetic Social Trend Tracker. The campaign was optimized towards the best performing demographics and interest buckets based on efficiency pools which were developed by means of Multivariate Testing. The campaign achieved a 22% increase in weekly reach with a weekly average of 3.9 million viewers and a daily average of 61,408 PTAT vs. the previous average of 1,500. The Roundup Dove Chocolate Bulging biceps. Sculpted abs. Chocolate dimples. See the making of Mario Lopez in beautiful swirls of DOVE Mint & Dark Chocolate here: http://bit.ly/1cwbYrt Sponsored
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Transcript of DOVE Chocolate Reaches New Audience With Help From Kinetic
www.kineticsocial.com [email protected]
Dove Chocolate Reaches New Audiences and Drives Engagement
10X 44% HIGHER CTR ACTION RATE
The Challenge Mars sought achieve broad reach and enhance engagement across the 25-54 female demographic for the Dove Chocolate brand, in addition to driving traffic to the Dove Chocolate Facebook Homepage.
Celebrity Mario Lopez and his likeness, sculpted from Dove chocolate, were featured in a campaign that sought to reach a broad audience and drive engagement on Facebook.
The StrategyWorking closely with Digitas, Mars’ agency of record, we were able to optimize reach and engagement across the entire Mars chocolate portfolio on Facebook. In order to achieve broad reach, an open targeting strategy was developed layering demographic, affinity and interest targeting through the Kinetic Social Trend Tracker. The campaign was optimized towards the best performing demographics and interest buckets based on efficiency pools which were developed by means of Multivariate Testing.
The campaign achieved a 22% increase in weekly reach with a weekly average of 3.9 million viewers and a daily average of 61,408 PTAT vs. the previous average of 1,500.
The Roundup
Dove Chocolate
Bulging biceps. Sculpted abs. Chocolate dimples. See the making of Mario Lopez in beautiful swirls of DOVE Mint & Dark Chocolate here: http://bit.ly/1cwbYrt
Sponsored
